Building and managing strong B2B brands

The key skills needed to define and build a strong B2B brand that delivers compelling points of differentiation, creates competitive advantage and gives your business the edge needed to thrive in our fast-changing world

What you will learn

B2B purchasing decision-makers view your brand as a central element of the value proposition, placing as much importance on what it means to them as they do on your salespeople’s efforts to win the deal.

This workshop will help you explore what it takes to design and sustain a credible B2B brand that is both different from your competitors’ brands and stands for something meaningful for the 21st century. Cutting through the clutter of our digital age is increasingly challenging so we’ll also consider new ways for brands to make a positive noise through fast-evolving digital channels and examine best practice guidelines for managing B2B brands for growth.

77% of B2B marketing leaders say that branding is critical to growth (Circle Research, B2B Marketing Leaders Report)

5 key takeaways:

  • Why your brand needs a distinctive and powerful value proposition
  • What successful B2B brands do to tell their story creatively
  • How to express your B2B brand powerfully through digital channels
  • New ways to manage brands with the agility needed for our digital era
  • When to evolve your brand messaging to something more compelling than ‘thought leadership’.

One light-bulb moment:

A strong brand elevates the impact of everything we do. Today, no amount of marketing noise can bring sustainable growth unless the brand stands for something meaningful in our customers’ minds.

Case study examples

We’ll look at examples of effective B2B branding and consider what we can learn from recent success stories.


During the day, we’ll examine frameworks for defining B2B brands and start identifying how we might strengthen our own brand’s value proposition and purpose. We’ll also explore how to manage brands efficiently and measure the impact of what we do.

Practical workshopping

This interactive course will comprise a blend of teaching, discussion and exercise sessions. You’ll have opportunities to learn with other B2B marketers and strengthen your own branding muscles in a safe, supportive, and fun environment.



About the trainer

Allister Frost

Wild Orange Media


Allister Frost helps people in organisations do better business through rapidly-evolving marketing channels. Voted Digital Marketing Personality of the Year in the UK, Allister is well-known for his public speaking and authoritative understanding of the rapidly-evolving tech world. He is a specialist in emerging online marketing techniques and works across all industries helping sales and marketing professionals develop future-ready capabilities.

During a marketing career spanning more than 25 years he has managed well-loved brands including Andrex and Kleenex and delivered global campaigns for Windows and “I’m a PC”. While head of digital marketing strategy at Microsoft he gave fresh impetus to brands including Xbox, Windows and Office by making them more accessible to customers through real-time communication channels. A Chartered Marketer and Fellow of the Chartered Institute of Marketing, he coaches organisations around the world across a diverse range of topics including content marketing, the psychology of inbound marketing, and the future of marketing and business transformation.

Recent speaking, consulting and training projects have included work for world-leading organisations including GE, Legal & General, Bloomberg, Pfizer and the BBC. He is head judge of the CIM Marketing Excellence Awards and is a double winner of the Lester Wunderman Award for Outstanding Creative Work, and a Cannes Silver Direct Lion.